Using Social Media in University Fundraising Presented by: Susanne Rockwell, SNCR Fellow, University of California, Davis 5th Annual SNCR Research Symposium November 4‐5, Stanford University www.sncr.org
Research methodology • Conducted a literature survey for similar surveys (not much out there)• Interviewed a dozen UC Davis communicators and fundraisers to create the surveyquestions• Edited survey after feedback from UC Davis marketing director and Nora GanimBarnes, Chancellor Professor of Marketing Director, Center for Marketing Research,University of Massachusetts Dartmouth• Online survey using Qualtrics survey tool• To gather results, have been using social media, email, fundraising and alumniassociation blogs, connections to the Council for the Advancement and Support ofEducation, the National Association for Science Writing and the Association ofAmerican Universities to promote the survey
Preliminary ﬁndings 41 answers 88 percent (36) from large public universiOes 35 (14) percent from university college/school unit communicaOons 25 percent (10) from central communicaOons 10 percent (4) from development communicaOons Majority had no idea how much Ome is used for social media fundraising
SkepOcism on current eﬀorts “Most eﬀecOve is a stretch. The only place weve received any money is from Facebook, and its been VERY modest. I dont currently believe universiOes should expect to raise much money directly from social media. Even Causes does not work well for universiOes.”
Comments I think social media is the means to raise awareness and build engagement, but not the vehicle to raise funds. It seems useful for smaller gias, and those add up! This will be a key component in fundraising, parOcularly for younger alumni. I think referrals by friends will have the greatest impact, followed by a mulOpronged approach that reaches audience members through television, web video and print/web arOcles/blogs.
Most interesOng comment With downward pressure on the tradiOonal fundraising channels (direct mail and calling programs) there is a huge need to focus on a mulO‐channel markeOng approach. The fundamental shia in society toward social media conOnues to drive who, what, where, and when people choose to give. Social media may not raise massive amounts of funding, but it will enable free‐ﬂowing and consistent messaging from an insOtuOon with donors and prospecOve donors.
Thank you! For more informaOon, contact me at firstname.lastname@example.org Take the survey at hfp://bit.ly/SurveySocialMedia Visit hfp://sncr.org